A tasty line-up awaits burger lovers at new Nottingham restaurant and takeaway BRRGRR.
But there is a noticeable omission... and we're not just talking about the vowels.
Located where a large part of the population's religion dictates that they don't eat the sacred cow, beef is off the menu.
But if you're turned off by the thought of not being able to buy a beef burger, don't be.
The 16 different types include lamb, chicken, seafood and vegan burgers.
In an area saturated by fast food eateries selling burgers, pizza, curry, kebabs and fried chicken, BRRGRR has tried to stand out from the crowd in Radford Road, Hyson Green, by offering quality over quantity.
Prices range from £4.99 to £6.99.
The lamb burgers are of the smash variety - smashed down and cooked quickly at high heat to create a tasty burger with crispy, charred crust.
Manager Shane Giess said: "When you smash them you get more flavour out of them, you whack it on the grill which allows it to expand a little bit."
The classic burger, Mary's Lamb, comes with cheese, salad, ketchup or mayo - or for those wanting fire in their belly, it's got to be Spicy King, ignited with scotch bonnet sauce, jalapenos and naga chilli sauce.
The signature burger is Cheeto Chicken, topped with crushed Cheetos.
And if you're torn between a burger and curry, you can tickle the taste buds with a cross between the two. The Chicken Chaat is a spicy number which comes with a chicken fillet topped with mint and tamarind chutney and crunch Bombay mix.
Captain's Fish is a more gourmet take on the Golden Arches' Filet-O-Fish comprising lightly battered cod served with salad, cheddar cheese and tartare sauce.
Chicken salad is the healthiest option on the menu but for something 100 percent fattening the messy fries are pure food porn, smothered with chicken or lamb mince, nacho cheese, spring onion and BRRGRR's special sauce.
Mr Giess said: "Our price range is slightly more premium than what's used to on this street, as we really base ourselves on quality rather that quantity.
"That's why we don't charge £2 or £3 a burger. It's a tiny bit more expensive.
"It's all freshly cooked. It's also halal as we're trying to cater for everyone.
"A few people come in and ask for a normal burger, a beef burger, but then they don't argue when they look at the menu and see a lamb burger. They're really nice. It's my favourite. Mary Lamb is one of the most popular.
"We do get quite a lot of orders for the shrimp burger - we try to do something a bit different."
The premises, previously Royal Chicken & Pizza, have been given a stylish contemporary makeover with neon signs, a ceiling covered in filament lightbulbs and seating for around a dozen customers to eat in.
"We have tried to make it stand out a little bit and try and bring a bit more value to the area. You've got a lot of eateries around here."
Opening for lunch at noon, BRRGRR is open until 2am Monday to Wednesday and Thursday to Sunday until 4am and with delivery an option there's no need to leave the house.
"Valentine's Day was ridiculously busy up until 2am, I didn't realise people wanted burgers for Valentine's Day," added Mr Giess.
"We also cater for kids as well. They have little red coloured burger buns."
BRRGRR was founded by businessman Nimit Tandon, who plans to franchise the business in other cities and towns including Leicester, West Bromwich and eventually London.
Customers have been overwhelmingly positive about the food.
One said: "We were in Nottingham quite late looking for a place to eat. With most places closed, we spotted the bright lights here and parked up in front of the shop.
"Although I was a little surprised to see no beef options for a gourmet burger shop, it wasn't an issue as lamb is just as nice.
"The lamb burgers were absolutely fantastic. Perfectly cooked and delicious. The meat was not overcooked like a lot of burger places. I believe it was perfect at a medium/medium well.
"My only gripe is that the portion sizes are a little small in comparison to most other burger places.
"However this is reflected in the price and is more than made up for the amazing quality of the burger itself. Besides you can always double up the number of patties so it's not an issue."
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